marketing workshop · 3 marketing mistakes you should avoid in a startup 1. don't spend too...
TRANSCRIPT
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MARKETING WORKSHOP
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What is your goal?
TURN LEAD INTO CUSTOMER
INVESTORTESTER
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3 MARKETING MISTAKES you should avoid in a startup
1. Don't spend too much time building out your product without marketing it.
2. Don't market to everyone.
3. Spending too much time building a brand and not focusing on acquiring customers.
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ANALYSIS
STRATEGY
IMPLEMENTATION
EVALUATION
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ANALYSIS
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COMPETITOR ANALYSIS
Direct - Indirect competitors
First-in-classBest-in-class
Price advantage
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TARGET GROUPS - BUYERS PERSONA
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STRATEGY
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BUILDING A REMARKABLE BRAND IDENTITY
1. Formalise Brand Positioning / Value proposition
2. Components of Branding
3. Design your visual identity and Logo
4. Putting your brand into play
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4. Putting your brand into play
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4. Putting your brand into play
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DO IT YOURSELF
• Research the Competition (Analysis)
• Develop Personas (Analysis)
• Putting your brand into play (Branding)
1. Clustermarket
2. Valanx bio
3. Chronomics
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IMPLEMENTATION
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7PS
1. Products/Services: How can you develop your products or services?
2. Prices/Fees: How can we change our pricing model?
3. Place/Access: What new distribution options are there for customers to
experience our product, e.g. online, in-store, mobile etc.
4. Promotion: How can we add to or substitute the combination within paid,
owned and earned media channels?
5. Physical Evidence: How we reassure our customers, e.g. impressive
buildings, well-trained staff, great website?
6. People: Who are our people and are there skills gaps?
7. Partners: Are we seeking new partners and managing existing partners well?
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DISTRIBUTION - GO AND GET THEM
• Events • PR • Partnerships
Sales • Cold emails • Introductions • Linkedin Push
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TRACK – MEASURE - EVALUATE
1. Key Performance Indicator - KPI 2. Return on Investment - ROI 3. Customer Aquisition Costs - CAC 4. Life Time Value – LTV
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3 KEY TAKE AWAYS1. Do your research and keep your eyes and ears open
2. Try, fail, evaluate and try again
3. Always keep your goal in mind
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Helpful links: 1. Marketing overall
• https://www.marketingdonut.co.uk/ • https://www.hubspot.com/marketing-plan-template-generator • https://www.linkedin.com/pulse/life-science-marketing-creating-inbound-sales-strategy-clwyd-probert/
2. Market research • https://www.entrepreneur.com/article/217345
3. Creating Personas • https://blog.bufferapp.com/marketing-personas-beginners-guide • https://blog.hubspot.com/marketing/buyer-persona-research • https://blog.hubspot.com/marketing/buyer-persona-questions
4. Competitor Analysis • https://blog.hubspot.com/marketing/competitor-analysis-guide
5. Branding • https://cdn2.hubspot.net/hubfs/53/ebook-How%20to%20Build%20a%20Brand.pdf?
t=1527621828059&__hstc=20629287.ca53ac9889de99713d44020d9bbef519.1525293735661.1527620769103.1527621525040.56&__hssc=20629287.5.1527621525040&__hsfp=4269824971
6. Tools • To create a website 1) Squarespace 2) Weebly 3) Wix • To monitor the website data 1) Google Search Console 2) Google Analytics • To organize your contacts and communication (CRM) 1) Hubspot • To organize your social media 1) planable.io 2) buffer 3) Hootsuite
7. Interesting articles • https://medium.com/life-science-startups/how-to-start-a-life-science-company-2401f2889339 • https://medium.com/swlh/the-quick-and-dirty-guide-to-creating-a-winning-pitch-deck-b4f88e106f5b • http://www.marketingteacher.com/johnson-and-johnson-marketing-mix/ • https://www.supremeopti.com/top-5-life-science-marketing-trends-2017/